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They were angered by proposed ‘Dove’ billboards that read “Dear New Jersey, when people call you the armpit of America, take it as a compliment.”

Dove eventually pulled the ad before the billboards went up because of negative publicity.

Unilever, the brand’s parent company, said the billboard featuring the well-known dig at the Garden State will not run this summer after all.

The news of the billboard sparked complaints after the New York Times published a story about it in February. The article included an image of the billboard, which featured a woman in a white tank top raising an arm behind her head to expose an armpit.

The company said it will instead donate the space on the billboard to a charity. A representative for Unilever said the company would work with its foundation to identify a charity.

Several women’s groups are starting a viral campaign to respond to the ad anyway.